Pet Food in the U.S., 10th Edition

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Published Jul 8, 2013 | 347 Pages | Pub ID: LA4969598

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Pet Food in the U.S., 10th Edition

With volume sales relatively flat, competition for every pet food dollar has never been more intense, such that pet food marketers’ attentions are firmly directed toward presenting products that stand out while establishing or maintaining position in the all-important premium/natural segment. As mass-market pet food sales stagnate, with growth of under half a percentage point for the 52 weeks ending January 27, 2013, the action is in premium and superpremium foods where growth has reached double digits in some segments. With Hill’s reformulating Science Diet as a natural product, Walmart launching Pure Balance as its first natural pet food store brand, Nestlé Purina coming on strong with Purina One Beyond, Merrick taking acquiring Castor & Pollux and obtaining organic certification, and Del Monte acquiring Natural Balance, everyone is stepping up their game to take advantage of the natural boom. Yet another market driver is the fact that, more than ever, pet specialty and mass-market brands are growing significantly more alike in terms of offerings. In order to differentiate, marketers are turning to trends such as grain-free, “meat first” and human grade products.

As pet superstores draw shoppers away from supermarkets and mass merchandisers with increased customer service and a greater range of products, discount and online retailers are putting the pressure on pet retailers across the board, offering quality products at substantially lower prices. Although pet-owning households have slowly increased their income level, with 29.4% of dog or cat-owning households making $60,000 a year or more in 2012 compared with 27.8% in 2007, the percentage of pet owners shopping at discount stores remains high, at nearly 25%, based on Simmons Fall 2012 consumer survey data. Additionally, although online shopping for pet products is significanly lower than in other retail channels, at just over 6% in 2012, dog and cat owners are more likely than the population at large—at 15% and 23%, respectively—to shop online in general, leading to the potential for more online shopping growth in the pet market.

Bringing to bear more than 20 years of experience in analyzing this market and drawing on Packaged Facts’ broad cross-category expertise, Pet Food in the U.S., 10th Edition pinpoints strategic directions for current and prospective marketers, with a forward-looking focus on high-growth product segments and market drivers. Covering products for all types of companion animals, the report devotes separate chapters to Dog Food, Cat Food, and Other Pet Food (birds, small animal, fish, and reptiles), while also providing a comprehensive Market Overview covering cross-market trends and opportunities through 2017. Among these: the impact of the recession and economic recovery; recent and expected mergers and acquisitions; private-label inroads; advertising and promotional trends including social media and cause marketing; the aforementioned multifaceted trend of natural and organic foods; specialty diet products; weight maintenance and senior foods; the re-visioning of wet/canned foods; and novel ingredients such as glucosamine, omega fatty acids, antioxidants and probiotics.

Pegging 2012 U.S. retail sales at $20.0 billion and projecting steady growth through 2017, the report provides market size estimates for the overall retail universe, while quantifying mass-market sales to the marketer/brand share level using data from IRI. It also charts market size and marketer share figures for the natural and specialty/gourmet supermarket channels, using SPINSscan sales tracking data. In sum, Pet Food in the U.S., 10th Edition thoroughly documents competitive, new product and retail trends, as well as trends in pet food purchaser demographics, brand preferences, cross-channel shopping, and cross-product purchasing. Consumer profiling is based on exclusive data from Packaged Facts’ own quarterly pet owners surveys and customized cross tabulations of Simmons consumer survey data from Experian Marketing Services. Dozens of images of pet food and treat products and consumer and trade ads are included.

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      • $93.00 Included
        •   U.S. Retail Sales of Pet Food: 2008-2012 (in millions of dollars)
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        •   Share of U.S. Pet Food Sales by Retail Outlet Type: 2012 (percent)

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        •   Projected U.S. Retail Sales of Pet Food: 2012-2017 (in millions of dollars)

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        •   Top Five U.S. Marketers of Pet Food: 2010 vs. 2012 (percent)
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        •   Pet Ownership in the United States, 2012 (percent and number of U.S. households)
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        •   Household Purchasing of Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2008 vs. 2012 (percent of U.S. households with pets)

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        •   U.S. Retail Sales of Pet Food: 2008-2012 (in millions of dollars)

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        •   IRI-Tracked Dollar and Volume Sales of Pet Food: Overall and by Category and Segment, January 2012 vs. January 2013 (in millions of dollars)
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        •   Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Type (Dog Food, Cat Food, Other Pet Food, Treats), 2012 vs. 2013 (in millions of dollars)
        •   Share of Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Type (Dog Food, Cat Food, Other Pet Food, Treats), 2012 vs. 2013 (percent)
        •   Retail Dollar Sales of Pet Food in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (in millions of dollars)
        •   Share of Retail Dollar Sales of Pet Food in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (percent)

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        •   Share of U.S. Retail Sales of Pet Food by Price Category: Premium (Mass Premium and Superpremium), Regular, Value, Treats: Dog Food, Cat Food, Total, 2010 vs. 2012 (percent)

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        •   Share of IRI-Tracked Retail Dollar Sales of Pet Food by Category: January 2012 vs. January 2013 (percent)

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        •   Share of IRI-Tracked Sales of Dog and Cat Food by Form: January 2012 vs. January 2013 (percent)

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        •   Share of IRI-Tracked Sales of Pet Food by Form: January 2012 vs. January 2013 (percent)

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        •   U.S. Retail Sales of Natural Pet Food: 2008, 2012 and 2017 (in millions of dollars)

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        •   Share of Independent Pet Store Supply Retail Dollar Sales by Animal Type: 2010-2011 (percent)

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        •   Share of Retail Dollar Sales of Pet Edibles vs. Pet Non-Edible Supplies, by Animal Type in Independent Pet Stores: 2010 vs. 2011 (percent)

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        •   Share of Pet Specialty Retailer Dollar Sales by Category: 2009-2011 (percent)

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        •   Share of U.S. Pet Food Sales by Retail Outlet Type: 2012 (percent)

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        •   Economic Outlook of U.S. Pet Owners: Now vs. Last 12 Months (percent)
        •   IRI-Tracked Sales of Pet Products by Food and Non-Food Category, 2011 vs. 2012 (in millions)
        •   Economic Outlook of U.S. Pet Owners: Now vs. Next 12 Months (percent)
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        •   Level of Agreement with Statement: "I believe that pet supplements are more effective than `functional' pet food designed to treat specific health conditions," 2012 (percent)
        •   Level of Agreement with Statement: "I believe "functional" pet food designed to treat specific health conditions is more effective than supplements in pill, tablet, liquid, or powder form," 2012 (percent)
        •   Level of Agreement with Statement: "I do not use pet supplements because I believe my pet gets all the nutrients it needs from the pet food I buy," 2012 (percent)

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        •   Use of Special-Purpose Nutritional Formula Pet Food and Treats vs. Pet Supplements: Dog and Cat Owners, 2013 (percent)
        •   Age of Dogs and Cats, 2013 (percent of pet owners)

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        •   Percentage and Number of Overweight and Obese Dogs and Cats, 2012
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        •   Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2007 vs. 2012 (percent of U.S. households)
        •   Household Penetration Rates for Selected Pet-Owning Classifications, 2009-2012 (percent of and number of U.S. households in millions)
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        •   Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (percent of U.S. households)
        •   Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (number of U.S. households in millions)
        •   Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (U.S. households)
        •   Indexes for Dog or Cat Ownership: By Age Cohort, 2007 vs. 2012 (U.S. households)
        •   Number and Share of Total U.S. Population Growth for Selected Age Brackets: 2010, 2015 and 2020 (in thousands of number and percent)

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        •   Change in Pet Market Consumer Base: Household Income $60K or More vs. Household Income Under $60K, 2007 vs. 2012 (U.S. dog- or cat-owning households, in millions)

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        •   Frequency of pet product purchases among pet owners who purchase products online, 2013 (percent)
        •   Selected Internet-Related Psychographics: Adults Overall vs. Dog or Cat Owners, 2012 (percent and index)

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        •   Projected U.S. Retail Sales of Pet Food: 2012-2017 (in millions of dollars)

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        •   Pet Food Price Levels: Lower-Priced, Average, Higher-Priced, Different Price Ranges, 2013 (percent of U.S. pet owners)
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        •   Top Five U.S. Marketers of Pet Food: 2010 vs. 2012 (percent)

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        •   Top Marketers of Pet Food by Share of IRI-Tracked Sales: January 2012 vs. 2013 (percent)
        •   Leading Marketers of Dog and Cat Food: Share of IRI-tracked Sales by Product Type: January 2012 vs. 2013 (percent)

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        •   Pet Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: By Animal Type, 2009 vs. 2011 (percent)
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        •   IRI-Tracked Dollar and Volume Sales of Private-Label Pet Food: January 2012 vs. January 2013 (in millions of dollars and pounds)
        •   Private-Label Share of IRI-Tracked Sales of Pet Food: By Product Category and Segment, January 2012 vs. January 2013 (percent)
        •   Purchasing Patterns for Selected Types of Store-Brand Dog and Cat Food: By Retail Channel Shopped, 2008 vs. 2012 (percent)
        •   The U.S. Pet Food Market: Selected Leading Marketers and Brands, 2013

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        •   Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2010-2012 (percent of U.S. households with pets)

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        •   PetSmart and Petco Sales and Number of Stores: 2001-2012 (cumulative, in units and millions of dollars)
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        •   Pet Ownership in the United States, 2012 (percent and number of U.S. households)

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        •   Dog and Cat Ownership in the United States: 2008, 2010 and 2012 (percent and number of U.S. households)
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        •   Multiple Pet Ownership in the United States, 2008 vs. 2012 (percent of pet-owning households)
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        •   Ownership of Multiple Pets of a Single Type, 2012 (percent and number of U.S. households who keep pets of a given type)
        •   Ownership of Multiple Pets of a Single Type, 2008 vs. 2012 (percent of U.S. households who keep pets of a given type)

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        •   Household Purchasing of Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2008 vs. 2012 (percent of U.S. households with pets)

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        •   Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2012 (percent of U.S. households with pets)

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        •   Coupon Usage Rates by Type Among Pet Owners, 2012 (percent and index among U.S. pet-owning households)

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        •   U.S. Retail Sales of Dog Food: 2008-2017 (in millions of dollars)

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        •   IRI-Tracked Dollar and Volume Sales of Dog Food by Category: January 2013 vs. January 2012 (in millions of dollars and pounds)
        •   Share of IRI-Tracked Sales of Dog Food by Segment: January 2013 (percent)
        •   IRI-Tracked Sales of Dog Food: 2008-2012 Compound Annual Growth Rates by Segment (percent)

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        •   Top Dog Food Marketers by Share of IRI-Tracked Sales of Dog Food and Total Pet Food, January 2012-January 2013 (percent)

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        •   Share of Top Dog Food Marketers' IRI-Tracked Sales by Product Form, 2012-2013 (percent)
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        •   Marketers and Brands of Dry Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        •   Marketer and Brands of Dog Biscuits/Treats by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        •   Marketer and Brands of Wet Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        •   Marketer and Brands of Frozen/Refrigerated Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        •   Marketer and Brands of Semi-Moist Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        •   Top Dog Food Products by Dollar Gains/Losses in IRI-Tracked Sales: January 2012 vs. January 2013 (in millions of dollars)
        •   Dog Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: 2007-2011 (percent)

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    • $455.00 Included
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        •   Dog Ownership in the United States: 2008, 2010 and 2012 (percent and number of U.S. Households)

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        •   Demographics for Keeping Pet Dogs, 2012 (percent, number and index among U.S. households)
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        •   Dog Ownership Rates by Age 40+ Brackets: 2007 vs. 2012 (percent of U.S. households)

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        •   Demographic Overview for Selected Dog-Owning Classifications, 2012 (percent and index of U.S. households)

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        •   Dog Owner Shopping for Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2010-2012 (percent of U.S. dog-owning households)

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        •   Pet Product Shopping Rates Among Dog Owners by Retail Channel, 2012 (percent of U.S. dog-owning households)
        •   Pet Product Shopping Indexes Among Dog Owners by Retail Channel, 2012 (indexes for U.S. dog-owning households)

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        •   Dog Food Cross-Purchasing Rates by Type, 2012 (percent of U.S. dog-owning households)

      • $102.00 Included
        •   Demographic Overview of Dog Food Purchasing by Type: Dry, Canned/Wet, and Treats/Snacks, 2012 (percent of U.S. dog-owning households)

      • $93.00 Included
        •   Dog Food Purchasing Patterns by Type, 2007 vs. 2012 (percent of U.S. dog-owning households)

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        •   Dog Food Purchasing Patterns by Type: Single vs. Multiple Dog Owners, 2012 (percent and index)
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        •   Purchasing Patterns for Leading Dog Food/Treat Brand Lines: Single vs. Multiple Dog Owners, 2012 (index)

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        •   Purchasing Patterns for Leading Dog Food/Treat Brand Lines: By Retail Channel Shopped, 2012 (percent)

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      $93.00 Included

    • $196.00 Included

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        •   U.S. Retail Sales of Cat Food: 2008-2017 (in millions of dollars)

      • $156.00 Included
        •   IRI-Tracked Dollar and Volume Sales of Cat Food: January 2013 vs. January 2012 (in millions of dollars and pounds)
        •   Share of IRI-Tracked Sales of Cat Food by Segment: January 2013 (percent)
        •   IRI-Tracked Sales of Cat Food: 2008-2012 Compound Annual Growth Rates by Segment (percent)

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        •   Top Cat Food Marketers by Share of IRI-Tracked Sales of Cat Food and Total Pet Food, January 2012-January 2013 (percent)

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        •   Share of Top Cat Food Marketers' IRI-Tracked Sales by Product Form, January 2012-January 2013 (percent)
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        •   Marketers and Brands of Wet Cat Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        •   Marketers and Brands of Dry Cat Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        •   Marketers and Brands of Cat Snacks/Beverages by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        •   Top Cat Food Products by Dollar Gains/Losses in IRI-Tracked Sales: January 2012 vs. January 2013 (in millions of dollars)
        •   Cat Food Marketer/Brand Leaders in the Pet Specialty Channel by Percentage of Stores Citing Brand as No.1 Seller: 2007-2011

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    • $374.00 Included
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      • $93.00 Included
        •   Cat Ownership in the United States: 2008, 2010 and 2012 (percent and number of U.S. Households)
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        •   Demographics for Keeping Pet Cats, 2012 (percent, number and index among U.S. households)
        •   Demographic Overview by Number of Cats Owned, 2012 (percent and index of U.S. households)

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      • $93.00 Included
        •   Cat Owner Shopping for Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2010-2012 (percent of U.S. cat-owning households)

      • $196.00 Included
        •   Pet Product Shopping Rates Among Cat Owners by Retail Channel, 2012 (percent of U.S. cat-owning households)
        •   Pet Product Shopping Indexes Among Cat Owners by Retail Channel, 2012 (indexes for U.S. cat-owning households)

    • $423.00 Included

      • $93.00 Included
        •   Cat Food Cross-Purchasing Rates by Type, 2012 (percent of U.S. cat-owning households)

      • $99.00 Included
        •   Demographic Overview of Cat Food Purchasing by Type: Dry, Canned/Wet, and Treats/Snacks, 2012 (percent and index of U.S. cat-owning households)

      • $93.00 Included
        •   Cat Food Purchasing Patterns by Type: 2007 vs. 2012 (percent of U.S. cat-owning households)

      • $93.00 Included
        •   Cat Food Purchasing Patterns by Type: Single vs. Multiple Cat Owners, 2012 (percent and index)
        •   Cat Food Purchasing Rates by Type: By Retail Channels Shopped, 2012 (percent of U.S. cat-owning households)
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        •   Purchasing Patterns for Leading Cat Food/Treat Brand Lines: Single vs. Multiple Cat Owners, 2012 (percent and index)
        •   Purchasing Patterns for Leading Cat Food/Treat Brand Lines: By Retail Channel Shopped, 2012 (percent)

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    • $415.00 Included

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        •   U.S. Retail Sales of Other Pet Food: 2008-2017 (in millions of dollars)

      • $93.00 Included
        •   IRI-Tracked Dollar and Unit Sales of Other Pet Food: January 2012 vs. January 2013 (in millions of dollars and units)

      • $93.00 Included
        •   Share of Independent Pet Store Sales by Animal Type: 2009-2011 (percent)
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        •   Share of Independent Pet Store Sales of Fish Products by Category: 2009-2011 (percent)
        •   Share of Independent Pet Store Sales of Bird Products by Category: 2009-2011 (percent)

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        •   Share of Independent Pet Store Sales of Herptile Products by Category: 2009-2011 (percent)

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        •   Share of Independent Pet Store Sales of Small Mammal Products by Category: 2009-2011 (percent)
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    • $411.00 Included
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      • $123.00 Included
        •   Marketers and Brands of Other Pet Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)

      • $112.00 Included
        •   Top Other Pet Food Products by Dollar Gains in IRI-Tracked Sales: January 2012 vs. January 2013 (in millions of dollars)
        •   Other Pet Food Products by Dollar Losses in IRI-Tracked Sales: January 2012 vs. January 2013 (in millions of dollars)
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        •   Marketers and Brands of Fish/Herptile Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        •   Other Pet Food Brand Leaders in Pet Specialty Stores: 2009, 2010 and 2011 (percent)

    • $728.00 Included
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      • $379.00 Included
        •   Bird, Small Animal, Fish and Herptile Food: Selected New Product Introductions, May 2011 - May 2013

    • $133.00 Included
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    • $999.00 Included
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        •   Pet Ownership in the United States: Pets Other than Dogs or Cats, 2012 (percent and number of U.S. Households)
        •   Pet Ownership in the United States: Pets Other than Dogs or Cats, 2008, 2010 and 2012 (percent and number of U.S. Households)
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      • $796.00 Included
        •   Demographics for Keeping Pets Other Than Dogs or Cats, 2012 (percent, number and index among U.S. households)
        •   Demographics for Keeping Pet Fish, 2012 (percent, number and index among U.S. households)
        •   Demographics for Keeping Pet Birds, 2012 (percent, number and index among U.S. households)
        •   Demographics for Keeping Pet Reptiles, 2012 (percent, number and index among U.S. households)
        •   Demographics for Keeping Pet Rabbits and Hamsters, 2012 (percent, number and index among U.S. households)

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